Italian print magazines and subscription discounts

Andrea Mangani ()

Discussion Papers from Dipartimento di Economia e Management (DEM), University of Pisa, Pisa, Italy

Abstract: This paper studies the antecedents of subscription discounts of Italian print magazines. Drawing on previous empirical work on the theme, I formulate six research hypotheses regarding demand and supply factors that may affect subscription pricing. The two-sidedness of magazine industry is considered implicitly in the empirical analysis. The empirical observations show that the issue frequency, economies of scope deriving from publishing multiple titles, intra-category competition and content devoted to "hard" news are positively linked with subscription discounts. Circulation and returns do not present any evident link with subscription discounts, while the share of subscriptions on total sales does.

Keywords: Media markets; price discrimination; quantity discounts; magazines. (search for similar items in EconPapers)
JEL-codes: D4 L2 L82 M2 (search for similar items in EconPapers)
Date: 2011-01-11
New Economics Papers: this item is included in nep-cul and nep-mkt
Note: ISSN 2039-1854
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Persistent link: https://EconPapers.repec.org/RePEc:pie:dsedps:2011/132

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